Registration and Breakfast

Registration – Entrance of The Commons Building on the first floor by the main entrance
Breakfast – 3^rd Floor, Event Center, The Commons Building

ARF OTT/CIMM Event
2^nd Floor – Spielberg Theatre

Theatre 1

2^nd Floor

Moderator:  Tameka Kee – SVP, Programming & Operations, CIMM

Theatre 2

2^nd Floor

Moderator:  Jay Mattlin – VP of Research/Director of the ARF Council Program, ARF

1:00-1:25pm

Future Consumer: The Cultural Shifts Driving Entertainment Habits
Cultural shifts and evolving media habits are reshaping consumer connections, attention, and engagement in a fragmented content ecosystem. This NBCUniversal study explores the paradoxes of modern screen life—where unprecedented choice and connectivity coexist with rising loneliness and the need for deeper, more meaningful storytelling.
Neela Sakaria – SVP, Consumer Insights – Audience Strategy, NBCUniversal

1:00-1:25pm

TV Attention, Deconstructed
This session will explore how viewers navigate today’s complex streaming landscape. We’ll share evidence-based findings that challenge conventional wisdom about attention patterns, viewing habits, and the evolving relationship between free and paid streaming environments.
Kara Manatt – EVP of Intelligence Solutions, MAGNA Global
Zoe Zirlin – Advertising Research Manager, Roku

1:30-1:55pm

Measurement Beyond Ratings: Connecting Subscription Activity and Viewing Behavior in the Streaming Era
As U.S. consumers increasingly opt for streaming video, there is a greater need to understand the interplay between programming and subscription activity. In this session, Antenna will discuss how utilizing well-established data fusion techniques and AI-powered approaches can reveal the impact of programming on acquisition, retention, and engagement, helping to answer key questions for streamers and studios alike.
Rameez Tase – Co-Founder and President, Antenna

1:30-1:55pm

Culture Pulse: Using an AI moderator to yield valuable insights
SmithGeiger fielded a Conversational Survey to explore how people define and experience culture through media, social trends, brands, and advertising. The study reveals what individuals pay attention to, care about, and consider culturally relevant across sports, entertainment, lifestyle, and social conversations. Join us to see actionable findings that allow meaningful connection with today’s audiences.
Audra Priluck – SVP Business Development, SmithGeiger Group
Dan Reines – SVP Research & Insights, SmithGeiger Group
Taylin Shoemaker – Research Director, SmithGeiger Group

Priority Issues for Measurement in the Age of Streaming (Panel)
As streaming reshapes the media landscape, measuring audiences across fragmented devices and channels has become increasingly complex. Media owners and advertisers face mounting pressure to prove ROI, track attention metrics, and capture ad interaction — all while navigating privacy regulations that limit data collection and usage. This panel brings together industry leaders to discuss the most pressing measurement challenges facing both the buy side and sell side today.
Rachel Herbstman – VP, Data Innovation, Ampersand
Evan Bregman – GM, Streaming & Direct to Consumer, Tastemade
Jake Richardson – VP, Strategic Partnerships, Gracenote

Moderator: Evan Cohen – SVP, Projects and Strategic Initiatives, CIMM
Additional panelists to be Announced